The Promise of AI—and the Pitfall
AI is everywhere. And yes, it can generate content at speeds we’ve never seen.
Across the investment industry, AI in investment management is being tested for everything from summarizing earnings calls to personalizing client portals, accelerating RFPs, enhancing performance attribution, and even drafting commentary. Some firms are experimenting with LLMs embedded into CRM workflows; others are exploring automated report generation or chat interfaces for internal teams.
But most of these efforts are still in early stages—and very few are purpose-built for the compliance-heavy, disclosure-rich world of client communications. But in investment management, your content isn’t just blogs or brand—it’s performance data, commentary, disclosures, and audit trails.
And too often, those pieces are still built manually—copied from spreadsheets, pasted into decks, edited in isolation. That means errors, inconsistencies, and compliance risk at scale.
This guide isn’t about vendors. It’s about what to ask before you hand AI the keys to your client communications.
1. Can It Connect to Live Data?
A lot of tools say they “use your data.” What they mean is: you upload PDFs and hope the model can find an answer.
Uploading static files into a system isn’t the same as connecting to live data. True integration means your AI can access—and understand—your actual data sources in real time, with full context and structure.
Real connection means:
- Live access to fund and benchmark data
- Support for structured data (not just flat text)
- Dynamic updates—no manual uploads
- Filters by product, region, asset class, or currency
Why it matters: If the AI isn’t connected to your source data, the output will be outdated or just wrong. That’s a big risk when it goes to clients.
2. Can You Trace the Output?
If Compliance asks, “Where did this number come from?”—can your AI explain it?
Many tools just output text with no visibility into what’s behind it.
Look for:
- Linked sources or systems
- Embedded disclosures
- Ability to verify context (e.g., product, time period)
Why it matters: If the output isn’t traceable, it isn’t usable—at least not in investment communications.
“If your AI can’t explain itself, it has no business speaking to your clients.”
3. Does It Handle Numbers and Narratives?
It’s easy to say performance was 6.42%. But can your tool explain why?
Client deliverables live at the intersection of data and story. Most AI tools only speak data.
Look for:
- Support for approved commentary and narrative blocks
- Ability to include tables, charts, conditional logic
- Tone and phrasing controls based on audience (consultant vs institutional)
Why it matters: If your AI can’t speak your strategy, you’re just adding automation without insight.
4. Is Compliance Built-In—or After-the-Fact?
Compliance isn’t optional. It can’t be an afterthought.
You want tools that:
- Surface required disclosures based on data or language
- Provide audit trails for all generated content
- Lock inputs to approved, reviewed material
- Support review workflows when needed—but reduce manual lift
Why it matters: Post-review systems miss things. Built-in governance catches them upfront.
5. Can Business Users Actually Use It?
If Sales and Marketing need to call IT just to get a page of output, the tool won’t scale.
Look for:
- Natural search or guided queries (not just prompting)
- Filterable output by fund, format, audience
- UX that works for client-facing teams without training
Why it matters: If the people creating content can’t use the tool, it becomes shelfware.
Summary: What to Look For
- Live, structured data access
- Linked sources and disclosures
- Narrative support, not just data output
- Built-in compliance controls
- Easy for business users
How Ask Assette Handles This
Ask Assette connects directly to your fund data and approved language—producing traceable, version-controlled, disclosure-ready content for factsheets, pitchbooks, and reports.
- Live data access
- Embedded compliance logic
- Built for Marketing, Sales, and Client Service
Book a demo to see how it works
Final Thought AI in investment management isn’t optional—it’s inevitable. But introducing it without the right controls invites risk.
These five questions are designed to help you dig beneath the hype, challenge vague claims, and find a tool that fits the realities of your firm: complex data, strict oversight, and a relentless need for accuracy at scale.
Because in this industry, content isn’t just content. It’s credibility.
